Ingredient Innovations Fuel Hair Care

November 7, 2013 | Contact Author | By: Abby Penning
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Keywords: hair care | innovation | shampoo | masks

Abstract: A video featuring beauty and personal care, as well as ingredient, analysts from Euromonitor notes how shifting consumer expectations for hair care are being driven by different ingredient trends and offerings.

According to Euromonitor International, hair care reached a total value of $75 billion in 2012, mainly due to ingredient and product innovations in the category. Ingredient innovations include scalp-treating ingredients found in skin care, anti-aging properties, and multi-step solutions beyond conditioner and shampoo. Product launches include hair serums, pre-treatment masks and pre-shampoo oils. In a video post, Euromonitor’s beauty and personal care analyst Nicole Tyrimou and ingredients analyst Anais Mirval discuss the possibilities for category reinvention these hair care innovations hold.

Tyrimou says, “While skin care reached the highest incremental value in 2012, hair care was a close second, increasing its value by $4 billion, closing the gap with skin care and reaching $75 billion globally. The high upsurge was due to a revival in innovation in hair care, and one of the main reasons for it was inspiration from a close alignment with skin care. This was done through incorporating skin care ingredients, targeting the scalp, anti-aging claims in hair care products, as well as promoting a more multi step routine in hair care. The usual, two-step routine of shampoo and conditioner is now becoming obsolete, with many consumers hunting for three or four steps, which includes a hair mask treatment or oil. New product launches have included hair serums, pre-treatment masks, pre-shampoo oils, and even specialized treatments, among others.

This piece is an excerpt from GCI magazine, Cosmetics & Toiletries' sister publication for beauty business and marketing. Read the full report.